Resources Library by ANA

Quantifying creative contributions

This paper briefly reviews the historical development of advertising testing, with particular emphasis on those above-mentioned measures that have survived and which are of practical use in contemporary testing. A model-based multivariable pretesting...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Flemming Hansen

Company: KANTAR TNS Malaysia

September 1, 1997

Qualitative research

This paper shows how ‘scientific’ thinking has wrongly influenced the way qualitative research is sometimes conducted. It argues that qualitative market research is almost entirely an ‘art’. It enumerates a number of techniques...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Roger Boyce

June 15, 1997

Fitting international brands for consumers

In our complex and changing world, models which can help guide our marketing processes and thinking are extremely valuable. We consider here the application of a recently developed model to the management of transnational brands and the development...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Authors: Sheila Byfield, Linda Caller

June 15, 1997

Laddering

The study aims to demonstrate, first, the importance of a data assembly and analysis technique called “laddering” to the detection of subjective values associated to a product, brand or packaging; and secondly, from experience with the use...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Ana Helena Meirelles Reis

June 15, 1997

Interactive advertisement in Japan

This paper discusses advertising using interactive mechanisms, above all, Internet-based advertising in Japan. The number of Internet users is sharply increasing in Japan as in other countries. With this increase, a large number of companies are...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Toshiyuki Kitahara

Company: Dentsu Macromill Insight

June 15, 1997

Proposal for reach and frequency calculation in a continuos panel (Spanish)

The objective of this study is to give an answer to the needs, inquires and difficulties faced by the Mexican advertising industry regarding the Reach and Frequency calculation for TY audience in a continuos panel by electronic measurement. Adding up...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Jose Ruben Elias, Luisa Fernanda Streber

Company: IBOPE AGB Mexico

June 15, 1997

Proposal for reach and frequency calculation in a continuos panel

The objective of this study is to give an answer to the needs, inquires and difficulties faced by the Mexican advertising industry regarding the Reach and Frequency calculation for TY audience in a continuos panel by electronic measurement. Adding up...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Jose Ruben Elias, Luisa Fernanda Streber

Company: IBOPE AGB Mexico

May 1, 1997

The lifetime value concept

The significance of relationships with customers has received strong emphasis in recent marketing literature. Relations should be profitable, which can be measured by means of the LifeTime Value (LTV) concept. In this paper, a model for measuring LTV...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Janny C. Hoekstra, Eelko K. R. E. Huizingh

November 1, 1996

Relationship marketing

This paper provides a brief review of what relationship marketing (RM) is and can be, and what the consequences are for marketing management and marketing research. It is based on almost thirty years of research and experience concerning...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Evert Gummesson

November 1, 1996